OMNI-CHANNEL MARKETING A BLESSING AND A CURSE
Omni-channel marketing refers to using multiple channels for your marketing and sales activities. Emarsys describes this term as,” Omnichannel marketing refers to the multi-channel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, via phone, or in a brick-and-mortar store, and the experience will be seamless.”
It’s great that we now have the option to choose from so many channels to promote and sell our products and services. Done right it can significantly reduce the cost of your marketing activities and gain you a great amount of exposure. This has made both our lives more exciting and complicated at the same time. Not only do we have to learn the strength and weaknesses of all these channels but we also have to accurately report the metrics. Understanding the true impact of each channel on our overall marketing and sales efforts can be challenging at the best of times.
Even if you use the basics Iike a Bookkeeping (in spreadsheets), Google analytics (for SEO), AdWords (for PPC), Facebook (branding & customer relationship management), Twitter (for PR), MailChimp ( for direct communication), and HubSpot (for CRM) that’s still 7 channels you need to monitor and report.
There are several options out there that’ll give you reporting capabilities from these channels. Klipfolio, dashthis, and KissMetrics just to name a few. What I found though was that these lacked either a plugin functionality for one of my required channels or didn’t pull in all the metrics I required. I wasn’t able to get a holistic view of my entire marketing and sales activities. I could see how each channel was performing on one dashboard but still needed to do my own calculations to find out how these impact sales and other business activities. That meant I needed to look at the metrics for every single channel and compare them somewhere else to see the full impact on the business.
Some of the hurdles I faced were:
- Comparison between channel activities, in order to understand which channel was performing better
- Was the cost per lead/acquisition the same across all channels?
- Which channel was better for sales and which for branding?
There was too much manual handling and I knew that the insights could make a drastic improvement in business planning and strategies.
At MADTRIX, like me, the rest of the team realised this was a serious issue for businesses. This encouraged us to spearhead a product that does exactly that. It gives you more than just reports and dashboards. MADTRIX allows you to see insights of your omni-channel marketing and sales activities and gives you performance analytics so you can understand the true impact on your business.
Have you faced similar issues while reporting your omni-channel marketing and sales activities? Share your concerns and recommendations with us.
Author: Amelia Dash
A bit about me. I’m the Marketing Technologist at MADTRIIX. My background is in digital marketing and I’ve continued my passion by embarking my PhD thesis on online consumer psychology. Working in Australia, China and now Finland I’ve acquired a pool of knowledge about digital marketing.
If you want to speak directly to me, you can find me on LinkedIn